In mid-July, Britney Spears returned with a new song, “Mind Your Business.” The tune, a collaboration with Will.I.Am, stood out as one of the most highly-anticipated pop releases of 2023. The two teased it shortly before it arrived, and its debut was covered extensively by the media, causing the topic to go viral on social media.
The world seemed ready for Spears and the Black Eyed Peas frontman to score another major hit. And then, the song flopped.
“Mind Your Business” failed to reach the Hot 100, Billboard’s ranking of the most-consumed songs in the U.S. This was a serious blow for both artists, who are used to not only sending their latest cuts to the tally but topping it on occasion. The song did reach a handful of genre-specific Billboard charts, and it sold alright in its debut frame. But the following week, it was basically gone from all meaningful rankings. So, what went wrong?
Many assumed that because Spears and Will.I.Am were back together again, “Mind Your Business” was bound to be not only good but also a hit. The two had found success in the past, even reaching the top 10 on the Hot 100 with their joint smash “Scream & Shout.” Spears hadn’t released anything in a year, and Will.I.Am was working on his own solo comeback. Putting the two Grammy winners together on an electronic pop banger seemed like a surefire thing. But it turned out to be a serious disappointment.
While a few fans seemed to be into the new release, “Mind Your Business” was largely met with skepticism. It was not reviewed well—in fact, many in the media didn’t have nice things to say about the tune at all. Attitude referred to it as a “catastrophe” while Slant used the phrases “mind-numbingly repetitive” and “dumb.”
Many casual listeners didn’t give it a second play on streaming platforms, which is where success is really found these days. If the cut had been better, it likely could have enjoyed a life as a late summer radio smash. But within a few hours, the writing seemed to be on the wall. The public didn’t like “Mind Your Business” and they weren’t going to continue listening to it.
At times, it may seem like some stars, either in music, film, TV, or beyond, are too big to fail. When they have a new product to share, especially one that the world is talking about, it’s going to be big. But while that may often be the case, especially with a name as beloved and popular as Spears’s is involved, it’s simply not a guarantee. Even the top players can still fail.
“Mind Your Business” reminds everyone, especially musicians, that no matter how huge you may be or how hyped a certain release is, you still need to deliver a good product. If not, it will immediately fall, no matter what efforts were made to build it up before it dropped.
Celebrity and marketing can do a lot of the work in the beginning. They ensured that the world knew about “Mind Your Business” and that millions played or purchased it the minute it was available. Fame and resources can give a new release a solid start, but that’s usually where they end. If the song (or movie, or show) isn’t good and people don’t like it, there’s usually nothing more to do.
Sadly, Spears and Will.I.Am had to re-learn this lesson the hard way. But hopefully, both will return soon with new music that’s more in the vein of what their audience is looking for.
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